monitoring consumer-generated media (cgm) for market intelligence

Monitoring Consumer-

Generated Media (CGM)

For Market Intelligence© 2005, CyberAlert, Inc.

All Rights Reserved

TopicsTopics1.1. Meeting OverviewMeeting Overview

2.2. Why Monitor the Internet?Why Monitor the Internet?

3.3. Types of Consumer DiscussionTypes of Consumer Discussion

4.4. What CGM to MonitorWhat CGM to Monitor

5.5. How to Monitor CGMHow to Monitor CGM

6.6. CGM Monitoring Case StudyCGM Monitoring Case Study

7.7. News Monitoring News Monitoring

8.8. CyberAlert CyberAlert Entire presentation available toEntire presentation available to

everyone as PowerPoint file. everyone as PowerPoint file.

Presentation ObjectivePresentation ObjectiveTo learn how to better monitor the Internet, To learn how to better monitor the Internet,

especially CGM for market intelligenceespecially CGM for market intelligence

Presentation PremisesPresentation PremisesEveryone in this room knows more about CI Everyone in this room knows more about CI

techniques than I dotechniques than I do

Together, we know more than any one of usTogether, we know more than any one of us

Sharing knowledge is worthwhileSharing knowledge is worthwhile

Presentation ContentPresentation Content Why monitoring is importantWhy monitoring is important

What to look forWhat to look for

Where to lookWhere to look

How to look How to look

What to do with what you find What to do with what you find

Presentation ApproachPresentation ApproachAudience participation: everyone Audience participation: everyone

expected to contribute your knowledgeexpected to contribute your knowledge

Agreed?Agreed?

Why Internet Monitoring?Why Internet Monitoring?

1.1. Where the news is …. firstWhere the news is …. first

2.2. Epicenter of business informationEpicenter of business information

• Corporate Corporate

• Product Product

3. Primary resource for consumers3. Primary resource for consumers

• Product specificationsProduct specifications

• Product reviews, comparisonsProduct reviews, comparisons

• PricingPricing

4. Rich source of consumer opinion4. Rich source of consumer opinion

Internet Monitoring Internet Monitoring Objectives Objectives • Gather key market informationGather key market information

• • NewsNews • • Reviews Reviews

•• OpinionsOpinions •• Attitudes Attitudes

•• Facts / DataFacts / Data •• Insights Insights

•• IdeasIdeas •• Plans Plans

• Gain insight Gain insight

• Find patterns / trendsFind patterns / trends

Internet Monitoring Internet Monitoring Objectives Objectives

About…About…

•• CompanyCompany

•• BrandsBrands

•• TrendsTrends

•• IssuesIssues

•• Competitors Competitors

Internet Monitoring Internet Monitoring ObjectivesObjectives• Early warning of …Early warning of …

Product deficienciesProduct deficiencies Pricing problemsPricing problems Customer service issuesCustomer service issues Reputation perceptionsReputation perceptions Rumors / attacksRumors / attacks ScamsScams Channel (distribution) problemsChannel (distribution) problems


•• Identify and correct Identify and correct problemsproblems

• Gain competitive advantage Gain competitive advantage

• Protect / build reputationProtect / build reputation

• Plan strategy / tacticsPlan strategy / tactics


Bottom Line …Bottom Line …

Better InformedBetter Informed

Business DecisionsBusiness Decisions

Examples of Successes Examples of Successes • Sporting goods company found activist

group planning demonstration and boycott

• Within days of launch, software firm Within days of launch, software firm found dissatisfaction with specific found dissatisfaction with specific product features product features

• Finance company uncovered customer Finance company uncovered customer anger at company policiesanger at company policies

• Pharma firm found MDs recommending Pharma firm found MDs recommending product inappropriatelyproduct inappropriately

Examples of Successes Examples of Successes • Telco uncovered competitor Telco uncovered competitor

strategystrategy

• Fashion company discovered Fashion company discovered rumorrumor

• Insurance company found broker Insurance company found broker misrepresenting productsmisrepresenting products

• Manufacturer uncovered where Manufacturer uncovered where competitor was building new competitor was building new factory, size, # of employeesfactory, size, # of employees

Audience QuestionsAudience Questions1.1. Does your company Does your company systematicallysystematically

monitor the Internet for market monitor the Internet for market intelligence? intelligence?

2.2. What do you monitor?What do you monitor?

3.3. What successes have you achieved? What successes have you achieved?

What to Monitor…What to Monitor…

1.1. NewsNews

2.2. DataData

3.3. Consumer DiscussionConsumer Discussion - Word of Mouth- Word of Mouth

- Consumer-Generated Media- Consumer-Generated Media


1.1. News MediaNews Media - Wire services- Wire services

- Newspapers- Newspapers

- Consumer Magazines- Consumer Magazines

- Trade Journals- Trade Journals

- Broadcast Media- Broadcast Media

- Newsletters- Newsletters

- Other?- Other?


2.2. DataData - Competitor Sites- Competitor Sites

- Government Sites- Government Sites

- Industry Sites- Industry Sites

- Other?- Other?

What to Monitor…What to Monitor…3. Consumer Discussion 3. Consumer Discussion

- Individual/Activist Web sites - Individual/Activist Web sites (25,000+)(25,000+)

- Opinion Sites (ePinions) - Opinion Sites (ePinions) (100+)(100+)

- Message Boards / Forums - Message Boards / Forums (60,000+)(60,000+)

- Consumer Rating Sites - Consumer Rating Sites (2,000+)(2,000+)

- Usenet News Groups - Usenet News Groups (60,000+)(60,000+)

- E-Mail Discussion Groups - E-Mail Discussion Groups (250,000)(250,000)

- Blogs - Blogs (20+ million)(20+ million)

- Social Networking Sites - Social Networking Sites (500+)(500+)

- Other ???- Other ???

MonitoringMonitoring

ConsumerConsumer

DiscussionDiscussion

What is Consumer What is Consumer Discussion? Discussion?

New digital form of…New digital form of…•• Word-of-MouthWord-of-Mouth

• • ““Editorial” / Op-EdEditorial” / Op-Ed

•• Product ReviewProduct Review

•• Critic Critic

•• Personal DiaryPersonal Diary

•• GossipGossip

• • Complaint DepartmentComplaint Department

Why Monitor Consumer Why Monitor Consumer Discussion? Discussion?

1.1. Customer feedbackCustomer feedback

2.2. Consumer opinionConsumer opinion

3.3. Issue identificationIssue identification

4.4. Trend spotting Trend spotting

5.5. Threat identificationThreat identification

6.6. Nuggets of market intelligenceNuggets of market intelligence - Customers, consumers, employees- Customers, consumers, employees

Applications for Applications for Monitoring Consumer Monitoring Consumer DiscussionDiscussion1.1. Marketing Marketing

2.2. Product DesignProduct Design

3.3. Competitive IntelligenceCompetitive Intelligence

4.4. Corporate StrategyCorporate Strategy

5.5. Reputation ManagementReputation Management

6.6. Brand Management Brand Management

7.7. Intellectual Property ManagementIntellectual Property Management

8.8. Other??Other??

Intelligence SourcesIntelligence Sources1. Attack Web Sites1. Attack Web Sites• 10,000+ rogue Web sites (est.)10,000+ rogue Web sites (est.)

McDonald’s, Nike, StarbucksMcDonald’s, Nike, Starbucks

• Unsupervised -- say anythingUnsupervised -- say anything

• Protected by first amendmentProtected by first amendment

• Indexed by search enginesIndexed by search engines

• Worldwide “soapbox” Worldwide “soapbox”

• Criticisms can pop up anywhereCriticisms can pop up anywhere

• Almost impossible to monitor manuallyAlmost impossible to monitor manually

Attack SitesAttack Sites

Freedom of the press Freedom of the press belongs to those belongs to those who own the press! who own the press!

(i.e. the publishers)(i.e. the publishers)

Mainstream Mainstream

Mass MediaMass Media

==

Media Media FORFOR the the massesmasses

Consumer GeneratedConsumer Generated

Mass MediaMass Media

==

Media Media BYBY the the

massesmasses

Everyone now has Everyone now has the power to be a the power to be a publisher! publisher!

And reach larger And reach larger audiences than most audiences than most daily newspapers!daily newspapers!

(advertising coming soon)(advertising coming soon)

Damaging corporate Damaging corporate and brand and brand reputations!reputations!

And offering a rich And offering a rich source for insight source for insight into consumer into consumer opinion, issues and opinion, issues and trends!trends!

Intelligence SourcesIntelligence Sources

1. Attack Sites1. Attack Sites

Most Targeted Companies?Most Targeted Companies?

Intelligence SourcesIntelligence Sources1. Attack Sites1. Attack Sites

Most Targeted Companies (Yahoo)Most Targeted Companies (Yahoo)• Microsoft (25) Microsoft (25)

• Wal-Mart (16)Wal-Mart (16)

• Yahoo! (16)Yahoo! (16)

• Google (12)Google (12)

• Nike (9)Nike (9)

• Apple (6)Apple (6)

• Starbucks (6)Starbucks (6)

• AOL (5)AOL (5)

Audience QuestionAudience Question1.1. Has your company been the Has your company been the

subject of an attack Web site?subject of an attack Web site?



2. What did you do about it?2. What did you do about it?



2.2. What did you do about it?What did you do about it?

3.3. How do you monitor for new How do you monitor for new attacks?attacks?

Audience QuestionsAudience Questions4.4. What types of key words do you What types of key words do you

monitor? monitor?

Audience QuestionsAudience Questions4.4. What types of key words do you What types of key words do you

monitor?monitor? -- Company name-- Company name

-- Company brands-- Company brands

-- Company executives-- Company executives

-- Industry issues-- Industry issues

-- Product categories-- Product categories

-- Competitors-- Competitors


1. Attack Sites1. Attack Sites

How to Monitor…How to Monitor…

• • DIY Search EnginesDIY Search Engines

- - Google, Yahoo, MSNGoogle, Yahoo, MSN

• • Specialized SearchSpecialized Search

- - Company Name AND (attack words)Company Name AND (attack words)

• • IP Protection ServiceIP Protection Service- Cyveillance- Cyveillance


2. Consumer Opinion Sites 2. Consumer Opinion Sites • 50+ sites50+ sites

• Well-organized / easily minedWell-organized / easily mined

• Product / company-focusedProduct / company-focused

• Moderated / semi-moderatedModerated / semi-moderated

• Both positive and negative Both positive and negative

• Thoughtful critiques Thoughtful critiques

• Consumers use as screening tool Consumers use as screening tool before purchasebefore purchase

Consumer OpinionConsumer Opinion

Intelligence SourcesIntelligence Sources2. Consumer Opinion Sites2. Consumer Opinion Sites

Examples Examples • ePinions.comePinions.com

• Complaints.comComplaints.com

• eComplaints.comeComplaints.com

• PlanetFeedback.comPlanetFeedback.com

• My3Cents.comMy3Cents.com

• FuckedCompany.comFuckedCompany.com

• Sucks500.comSucks500.com


2. Consumer Opinion Sites 2. Consumer Opinion Sites

Most complained about industries?Most complained about industries?


2. Consumer Opinion Sites 2. Consumer Opinion Sites

Most complained about industriesMost complained about industries• AirlinesAirlines

• TelephoneTelephone

• Credit Card Credit Card

• AutomobileAutomobile

• InsuranceInsurance

• ComputerComputer


2. Opinion Sites2. Opinion Sites


• • DIY search engines not effectiveDIY search engines not effective

• • Search individual sitesSearch individual sites

• • CGM Monitoring ServiceCGM Monitoring Service- CyberAlert - CyberAlert

Intelligence SourcesIntelligence Sources3. Message Boards / Forums 3. Message Boards / Forums • Message boards (150,000+ est.)Message boards (150,000+ est.)

Yahoo, AOL, many other Web sitesYahoo, AOL, many other Web sites

• Subject / Profession orientedSubject / Profession oriented

• Unmoderated -- say anythingUnmoderated -- say anything

• Messages are public, indexed by search Messages are public, indexed by search enginesengines


• Almost impossible to monitor manuallyAlmost impossible to monitor manually

Message Boards / ForumsMessage Boards / Forums

Intelligence SourcesIntelligence Sources3. Message Boards / Forums3. Message Boards / Forums


• • General search engines not very General search engines not very effectiveeffective

• • Specialized search engineSpecialized search engine - Boardreader.com- Boardreader.com

• • CGM subscription serviceCGM subscription service - CyberAlert- CyberAlert


3. Usenet News Group Postings3. Usenet News Group Postings• 63,000 groups63,000 groups

• Unmoderated: anyone can post Unmoderated: anyone can post messages, no editingmessages, no editing

• Messages are public, readable by Messages are public, readable by anyone -- 5+ million messages/dayanyone -- 5+ million messages/day


• Almost impossible to monitor Almost impossible to monitor manuallymanually

Usenet News GroupsUsenet News Groups

Intelligence SourcesIntelligence Sources4. Usenet News Groups4. Usenet News Groups


• • Specialized search enginesSpecialized search engines

- groups.google.com- groups.google.com

- guba.com (images)- guba.com (images)

- binarynewz.com- binarynewz.com

- netscan.research.microsoft.com/- netscan.research.microsoft.com/

• • CGM Monitoring ServiceCGM Monitoring Service- CyberAlert - CyberAlert

Intelligence SourcesIntelligence Sources4. E-Mail Discussion Lists4. E-Mail Discussion Lists• 150,000+ lists and growing 150,000+ lists and growing

• Must subscribe; only subscribers Must subscribe; only subscribers see messages, sent by e-mailsee messages, sent by e-mail

• Industry / profession focusedIndustry / profession focused

• 2+ million messages per day2+ million messages per day

• Posts go to all subscribersPosts go to all subscribers


5. E-Mail Discussion List 5. E-Mail Discussion List


• • Subscribe to individual lists Subscribe to individual lists

- - www.listz.com

• • No monitoring service presentlyNo monitoring service presently

- CyberAlert is developing- CyberAlert is developing

http://www.listz.com/

Intelligence SourcesIntelligence Sources5. Weblogs (Blogs)5. Weblogs (Blogs)• 20+ million and growing; about 3-5 million 20+ million and growing; about 3-5 million

postings each day; postings each day;

• Accessible by Web search engines. Accessible by Web search engines.

• Major focus: Politics, EntertainmentMajor focus: Politics, Entertainment

• Clustered in Blog ServicesClustered in Blog Services Live JournalLive Journal BlogSpotBlogSpot Blogger,comBlogger,com

• Unusual formats make it hard to monitor Unusual formats make it hard to monitor even with automated systemseven with automated systems

• Sblogs becoming a problemSblogs becoming a problem

Who “Blogs”? Who “Blogs”?

1.1. CEOsCEOs

2.2. EmployeesEmployees

3.3. CelebritiesCelebrities

4.4. EducatorsEducators

5.5. MomsMoms

Across all demographicsAcross all demographics

50/50 Male/Female50/50 Male/Female

Categories of “Blogs”? Categories of “Blogs”?

PersonalPersonal ““Enthusiast”Enthusiast” ProfessionalProfessional

Self-FocusedSelf-Focused Interest-FocusedInterest-Focused Opinion-FocusedOpinion-Focused

Motivated by Motivated by sharingsharing

Motivated by Motivated by communitycommunity

Motivated by Motivated by recognitionrecognition

Personal content Personal content Interest only Interest only contentcontent

Wide-ranging Wide-ranging contentcontent

Low priorityLow priority Medium Priority Medium Priority (High for specific (High for specific industry) industry)

High priorityHigh priority

Category Distribution of Category Distribution of BlogsBlogsBritish Blog DirectoryBritish Blog Directory

CategoryCategory # blogs# blogs CategoryCategory # blogs# blogs

PersonalPersonal 1,5581,558 Current Events & NewsCurrent Events & News 103103Politics & Gov’tPolitics & Gov’t 255255 SportsSports 9090Arts & EntertainmentArts & Entertainment 248248 Design & PhotographyDesign & Photography 6666LifestyleLifestyle 157157 TravelTravel 6565HumorHumor 156156 Counter CultureCounter Culture 5656Internet & SoftwareInternet & Software 118118 Science & TechnologyScience & Technology 4848Biz & ProfessionalBiz & Professional 107107 CommunityCommunity 4545

Why They “Blog” Why They “Blog”


For the same reason that For the same reason that guitarists rock – loudlyguitarists rock – loudly

To be heardTo be heard

To be recognizedTo be recognized

To be part of a communityTo be part of a community


For the same reason that For the same reason that guitarists rock – loudlyguitarists rock – loudly

To be heardTo be heard

To be recognizedTo be recognized

To be part of a communityTo be part of a community

Self – ActualizationSelf – Actualization(Maslow’s Hierarchy of Needs)(Maslow’s Hierarchy of Needs)

Frequency of Blog Posts Frequency of Blog Posts

Characteristics of “Blog” Characteristics of “Blog” Discussion Discussion

1.1. ““Hot” -- where the “buzz” is…Hot” -- where the “buzz” is… - Earliest look at issues, trends- Earliest look at issues, trends

2.2. Candid (unfettered)Candid (unfettered)

3.3. Perceived as credible Perceived as credible - Bloggers are new “influentials”- Bloggers are new “influentials”

4.4. Extraordinary reachExtraordinary reach

5.5. ViralViral

6. Scattered nuggets 6. Scattered nuggets

Credibility of BlogsCredibility of Blogs

Shared Characteristics Shared Characteristics with Activists with Activists

1.1. PassionatePassionate

2.2. Authoritative (“Change Leader”)Authoritative (“Change Leader”)

3.3. SincereSincere

4.4. ForthrightForthright

5.5. PerseveringPersevering

EqualsEquals

PERSUASIVE / INFLUENTIALPERSUASIVE / INFLUENTIALIf avoid extremismIf avoid extremism

Pattern of Blog InfluencePattern of Blog Influence

Prototypical Professional Prototypical Professional BlogBlog

Blogger in MainstreamBlogger in Mainstream

Dell Hell: Blog Case StudyDell Hell: Blog Case Study

Dell Hell: Blog Case Study Dell Hell: Blog Case Study

Blog record at:Blog record at:

http://www.buzzmachine.com/

archives/2005_06.htmlarchives/2005_06.html

http://www.buzzmachine.com/

Dell Hell: Blog Case StudyDell Hell: Blog Case Study

Blog Measurement ToolBlog Measurement Tool

Blog Measurement Tool Blog Measurement Tool

CyberAlert Service CyberAlert Service

Blog Measurement Tool Blog Measurement Tool

Ideal Media Monitoring Ideal Media Monitoring ServiceService1.1. Automated retrieval of informationAutomated retrieval of information

2.2. Comprehensive media coverageComprehensive media coverage

3.3. Accurate clip selectionAccurate clip selection

4.4. Timely deliveryTimely delivery

5.5. Built-in clip managementBuilt-in clip management

6.6. Customizable Customizable

7.7. Multiple usersMultiple users

8.8. Measurement dataMeasurement data

9.9. Analysis toolsAnalysis tools

10.10. Low costLow cost

Free Trial Free Trial

Better, Faster, Less Costly Better, Faster, Less Costly

Media Monitoring Service Media Monitoring Service

for News and Consumer Buzzfor News and Consumer Buzz

http://www.cyberalert.comhttp://www.cyberalert.com


NewsNews on the Interneton the Internet

Why Internet News Why Internet News Monitoring?Monitoring? 1.1. Where the most news sources Where the most news sources

are…are…

Why Internet News Why Internet News Monitoring?Monitoring? 1.1. Where the most news sources Where the most news sources

are…are… •• 25,000 news sources worldwide in 17 25,000 news sources worldwide in 17

languageslanguages

- syndicators- syndicators

- newspapers- newspapers

- consumer magazines- consumer magazines

- trade journals- trade journals

- newsletters- newsletters

- broadcasters- broadcasters

Why Internet Monitoring? Why Internet Monitoring? 1.1. Where the most news is…Where the most news is…

2.2. Where the news is published FIRSTWhere the news is published FIRST

News on the Web News on the Web

Why Internet Monitoring? Why Internet Monitoring? 1.1. Where the most news is…Where the most news is…

2.2. Where the news is …. FIRSTWhere the news is …. FIRST

3.3. Where the news is easiest to gatherWhere the news is easiest to gather

4.4. Where the news is easiest to saveWhere the news is easiest to save

5.5. Where the news is easiest the Where the news is easiest the shareshare

News Gathering ToolsNews Gathering Tools1.1. Traditional Press Clipping ServicesTraditional Press Clipping Services

- Burrelle’s/Luce, Bacon’s- Burrelle’s/Luce, Bacon’s

2.2. Electronic News ServicesElectronic News Services - Lexis-Nexis, Factiva- Lexis-Nexis, Factiva

3.3. Free Internet ServicesFree Internet Services- Google News, Yahoo! News, Rocket News- Google News, Yahoo! News, Rocket News

4.4. Internet Subscription Service Internet Subscription Service

- CyberAlert, Moreover, eWatch- CyberAlert, Moreover, eWatch

5.5. Broadcast Monitoring ServiceBroadcast Monitoring Service- CyberAlert, VMS- CyberAlert, VMS

Audience QuestionsAudience Questions

Your Your

FavoriteFavoriteNews Gathering News Gathering

Tools?Tools?


DATADATA on the Interneton the Internet

Data Gathering ToolsData Gathering Tools1.1. General Search EnginesGeneral Search Engines

- Google, Yahoo, MSN- Google, Yahoo, MSN

2.2. Government SitesGovernment Sites - SEC, Patent Office…and more - SEC, Patent Office…and more

3.3. Electronic Data BasesElectronic Data Bases

- Lexis-Nexis, Factiva, Hoover’s- Lexis-Nexis, Factiva, Hoover’s

4.4. Specialized Search Engines Specialized Search Engines

- PubMed, Vertical industry sites- PubMed, Vertical industry sites

5.5. Competitor SitesCompetitor Sites

- Nerac- Nerac


Your FavoriteYour Favorite

Web Sites forWeb Sites for

Corporate Data?Corporate Data?


Your FavoriteYour Favorite

Data Gathering ToolsData Gathering Toolsto Monitor Competitors?to Monitor Competitors?